Representasi Maskulinitas pada Cover Majalah Mabua Harley-Davidson Indonesia

Masculinity Representation on the Cover of Mabua Harley-Davidson Indonesia Magazine

Abstract

Introduction: Mabua Harley-Davidson Indonesia magazine is an automotive lifestyle publication targeting male readers, particularly Harley-Davidson motorcycle enthusiasts. This study aims to examine how masculinity is represented on the magazine’s October 2014 cover. The focus is on how visual and symbolic elements convey masculine identity in the context of a lifestyle publication

Methods: This research applies a qualitative descriptive method using Charles Sanders Peirce's semiotic theory. Peirce's triadic model of sign, comprising representamen, object, and interpretant, is used to analyze the signs and symbols associated with masculinity on the magazine cover. The study also adopts a constructivist paradigm, which rejects objectivity and instead interprets meaning as socially and culturally constructed.

Results: The analysis reveals that the magazine cover strongly represents masculinity through various signs and attributes worn or displayed by the male model, such as clothing, motorcycle, posture, and facial expression. These visual elements work together to construct an idealized image of masculine identity as powerful, independent, and rugged.

Discussion: In conclusion, the cover of Mabua Harley-Davidson Indonesia magazine serves not only as a promotional medium but also as a cultural text that reflects and reinforces traditional masculine ideals. The findings suggest that masculinity, as represented in this context, is a socially constructed image that relies heavily on symbolic elements recognized within automotive and male-oriented subcultures.